In Content Efforts, “Fearlessness” Might Matter

There are two black sheep in Sir John Hegarty’s office in Soho, London. One of them is literal – a stuffed animal inspired by BBH’s first ad for Levi’s, which gave birth to a corporate logo and a typically catchy slogan: ‘When the world zigs, zag.’

Fearlessness, he says, is fundamentally important to creativity. The big leaps are made by those who ignore the perceived limitations of technology. Those that have the big idea, and then allow technology to find a way of fulfilling it.